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Chema started Button Watch in 2019. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Button Watch?
It all started in the spring of 2018, when we founded our company, we were and still convinced that it’s possible to leave our mark in the fashion industry through innovation.
A ginormous family of 10 siblings, long talks and the idea of beginning an epic adventure all together was our motivation to start all this process.
After lots of ideas, brainstorming, coffees and all-nighter meetings, we have created the Button Watch, the first watch in the world that has interchangeable fabric straps fastened with a button.
And so it all began. A new product that questions all industry rules.
In our beginnings the brand was called Wynot, from ‘’Why not?’’. Why not fastened your watch with a button? Why not interchangeable straps and have a new watch every day? Why not…?
But this year, was the year of change and growth, and we didn’t think of a better moment to identify our brand with our product, a better chance to our new customers to recognize what we do and what our product is. Some of these changes has come from hiring a product manager who has changed packaging design, watch design and started to innovate with different raw materials for our button straps. On the other hand and regarding digital staff, we have learned a lot in the last year so now we are fully capable to invest more than 500.000€ in marketing online in platforms like Facebook or Google. But the most important thing of this year is that we started being 4 in our headquarters, and today we are 9 expecting to finish this year being more than 11 people having a full qualified team to face the future.